REVIEWER: Michael Spadaccini, manager of online analytics for Cancer Treatment Centers of America (CTCA).
BACKGROUND: CTCA is a national hospital network, specializing in treating advanced-stage cancer patients using state-of-the-art medical care fully integrated with complementary therapies such as nutrition, naturopathy and psychosocial and spiritual support. More than 200,000 people visit www.cancercenter.com each month, where they find important information relating to cancer.
PLATFORMS: SiteCatalyst is a hosted ASP solution.
PROBLEM SOLVED: CTCA believes they can better serve, educate and reach their patients by optimizing the online customer experience. Prior to Omniture, CTCA had limited Web analytics capabilities. Our tools provided basic information on traffic and page views but could not provide essential conversion data or complex path analysis - or even be relied upon for generating accurate data. Additionally, CTCA was spending a lot of time manually generating reports before any data could be analyzed. With SiteCatalyst, CTCA has real-time, accurate data that provides the information we need to be proactive in our online marketing efforts, making business-critical decisions based on evidence. The company can now identify areas on our Web site that need improvement, make changes and validate whether those changes were effective.
PRODUCT FUNCTIONALITY: After implementing SiteCatalyst, CTCA noticed a high number of people exiting the Web site after visiting the home page. Using ClickMap, we were able to gain a clear view of which offerings were driving phone calls to our oncology information specialist hotline. Armed with this information, CTCA made appropriate changes, which were verified using A/B testing. The changes made resulted in a 42 percent increase of cancer patients who visited the home page and then chose to reach out to us. By adding a tracking code to each of our 3,200 keywords, then feeding Google and Yahoo! search marketing data into SiteCatalyst, CTCA has been able to analyze keyword groups and categories for easier, more effective tracking and measurement. With this insight, CTCA reduced its patient outreach cost by 17 percent in one month. Since deploying SiteCatalyst one year ago, CTCA has increased its patient reach by 30 percent, grown site traffic by 28 percent, increased page views by 43 percent and reduced home page abandonment by 62 percent.
STRENGTHS: SiteCatalyst's ClickMap feature provides users with the ability to view the number of times people click on a particular element of a page, allowing companies to compare those statistics against other success metrics on the page - providing insight into the value of each click. For companies with multiple Web sites that promote each other, SiteCatalyst provides insight into how each site participates in the success of other sites, providing the ability to fine-tune navigation. SiteCatalyst allows easy storage of the results of A/B and/or multivariate tests by running the test through their product. Upon completion of the test, users can easily perform a deep path analysis, view ClickMap statistics and compare the success metrics to understand the impact each test had.
WEAKNESSES: As users make changes to their Web site, some may lose the ability to go back in time to review ClickMap statistics if the page has been modified. SiteCatalyst can save duplicate copies of the original page in a separate location, and these copies can then be used to display the original statistics for that page. However, when multiple employees make changes to the site, it can be difficult to keep track of all the modifications.
SELECTION CRITERIA: Omniture SiteCatalyst met key technology requirements including the ability to adapt to CTCA's unique conversion model, perform path-flow analysis, provide real-time reporting and enable page tagging.
DELIVERABLES: With Omniture SiteCatalyst, CTCA is able to customize and configure the solution to retrieve accurate, real-time data to better help our audience find the specific information they need. The custom metrics we are now able to measure include geo-segmentation data, unique contacts, chats and registrations. Today, CTCA has - for the first time - comprehensive, real-time analytics to effectively measure, manage and improve our Web presence.
VENDOR SUPPORT: As the ultimate SiteCatalyst experts, the best practices team enabled CTCA to meet our unique objectives.
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